Design 100 Italian designers under 35 for a “new collective landscape”

100 Italian designers under 35 for a “new collective landscape”

Giorgia Massari
A new collective landscape |

ADI Design Museum in Milan opens today – April 4, 2023 – the exhibition “A New Collective Landscape” hosting the projects of one hundred young designers under 35, with the aim of proposing useful practices to address the social and ecological transformations that the contemporary world requires. The exhibition-project in the Compasso d’Oro Square is the result of an open call closed last January 13, which asked young Italian designers to present products and new practices taking into account the challenges to which the environment is subjected. On the one hand, man has a responsibility to curb his impact on the planet, and on the other hand, he is now subject to the climate crisis, which is constantly changing the conditions and structure of the planet.

The exhibition-project is an extraordinary manifestation of how the new generation of designers is necessary and indispensable to look to the future in a positive way and to begin change from today. The title of the exhibition itself, curated by Angela Rui with Elisabetta Donati de Conti and Matilde Losi, is taken from the 1972 exhibition “The New Domestic Landscape” curated by Emilio Ambasz at MoMA in New York, which brought attention to Italian design in America and around the world. It is therefore time for Italy itself to show its potential, coming from the brilliant minds of young people.

“A New Collective Landscape” divides the itinerary into three sections, each dedicated to a specific theme, creating an itinerant path “that aims to transform the museum’s exhibition space into an open construction site, creating a collective landscape, mobile and in the process of becoming” – quoting exhibition designers Eugenio Cosentino, Luca Marullo and Stefano Colombo of Parasite 2.0 studio.

A new collective landscape |
Jonathan Bocca – Taurus

The first part of the path is occupied by the systemic project or “Systemic Design,” focused on the domestic sphere: everyday objects are explored in a variety of formats and applications always with an eco-sustainable perspective. Some examples are Riccardo Cenedella‘s “Carpet Matter” floor lamp that recycles typical English carpeting (which produces 400,000 tons of waste a year) or Sara Bozzini and Tiago Rorke‘s “I miss you” lamp that adjusts light intensity according to the viewer’s breathing. Jonathan Bocca‘s yellow seat “Taurus” made from so-called “paper-pulp” obtained by combining recycled paper, sand and glue is also amazing.

A new collective landscape |
This is not a DUO – LESS WHO?

The second part – the central one – is dedicated to community, translated into interaction and entertainment, personally involving the viewers, who are invited to read and play with the objects. In fact, the reading area hosts publishing projects such as Mulieris, Lessons of Anarchy and AWDA, while the play area provides a table and chairs on which visitors can sit and play games such as “LESS WHO?” by the collective This is not a DUO (Giulia Bordonaro and Nicoletta Gomboli), which proposes an aberrant, boring and frustrating version of the classic “Guess Who,” questioning the mental categories and stereotypes with which we observe diversity in people.
The principle behind this area understands design as a social practice aimed at collaboration.

A new collective landscape |
Alessandro Tuseo – WolfWall
A new collective landscape |
Eugenia Morpurgo e Sophia Guggenberger – Syntropia

The third part, at the end of the room, offers several interesting insights regarding the search for new materials with a positive, regenerative impact. This is “Regenerative Design,” which takes a hard look at the use of materials already found in nature – bio-materials – not yet used in the design field, to aim for design that can facilitate an ecological transition. Contained in a drawer-archive are several interesting and curious studies: natural elements such as clam and mussel shells are chopped, pressurized and made solid by designer Domiziana Doronzo or, even more surprising, it is surprising to discover how Alessandra Tuseo converted her dog’s hair into a dog fiber that can be used for thermal and acoustic insulation. Also within the “Material Library” is the new material proposed by Keep Life (Pietro Petrillo and Ilaria Spagnuolo) made from the shells of peanuts, walnuts, pistachios, chestnuts and hazelnuts. Among several interesting projects, the designer Tellurico instead proposes a vase made from a combination of volcanic rock and porcelain paste, while Eugenia Morpurgo and Sophia Guggenberger present the “Syntropia” project, which offers an alternative material made from industrial agricultural residues for the creation of shoes.

The exhibition, which can be visited until Sept. 10, 2023, posits “design as a transitional tool and a bridge between the worlds of culture, science, and industry,” and offers a series of meetings, workshops, performances, and talks throughout the opening period that can be consulted on the ADI website.

A new collective landscape |
A new collective landscape |
Emma Sicher – SCOBY
Written by Giorgia Massari
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